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Services

Brand Voice Guides and tone of voice support for outdoor brands

Delivering authentic and compelling brand voice services tailored for outdoor brands.

Kick off your adventure
 Explore brand voice packages

Why is brand voice important?

When it comes to talking to your customers, you can’t expect to onsight it each time.

A clearly defined brand voice helps you and your writers bring out the best of your brand’s personality, consistently and authentically.

This is what builds trust in your brand and sets you on the right pace to getting more outdoor-loving customers wanting to buy from you and support your brand.

With a strong and clear brand voice...

  • your brand can stand out proudly from the competition

    Say goodbye to generic copy that sounds like most other brands out there. Be bold, be authentic, and have fun.

  • your writers will write with more confidence

    With clear guidance about where the boundaries of your brand voice lie, your writers can explore within those limits and be more creative.

  • your copywriting processes will be more streamlined

    With fewer revisions, less back-and-forth, so you get copy approved and published quicker.

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Brand voice packages

Brand Voice Guide

From summarising your brand’s foundations and values to defining how you talk to your audience. Clear, practical guidelines that give your writers confidence when writing for your brand, with just the right amount of room to be creative.

  • The Direttissima

    A fast track route to defining your brand voice

    Investment: £1200

    Timeline: Approx 2-week turnaround

    Ideal for: For new brands / solopreneurs / upcoming brands looking for a fast track route to defining their brand voice.

    Includes:

    • Brand Voice Discovery questionnaire and workshop - using prompts and guidance to explore which voice type is right for your brand

    • Creation of Compact Brand Voice Guide showing how to bring your brand voice to life as your business grows, with simple style guide and examples of dos and don’ts for your brand voice

    Get The Direttissima

  • The Classic Alpine

    A brand voice guide that means more personality for your brand and less editing for your team

    Investment: £3400

    Timeline: Approx 4-week turnaround

    Ideal for: Established brands, big or small, ready to document their brand voice

    Includes:

    • Creation of Brand Voice Map, showing which channels you’re using to talk to customers and how you’re talking to them

    • Analysis of your most on-brand copy and content to identify key characteristics

    • Competitor analysis and customer research

    • Questionnaire and Brand Voice Definition workshop - using prompts and guidance to explore which voice type reflects your brand

    • Creation of Complete Brand Voice Guide with examples of how to bring it to life across different channels and in different contexts. Includes detailed style guide, dos and don’ts for your brand voice and best practice guidelines.

    Get The Classic Alpine

  • The Expedition

    Review, renew and reestablish your brand voice. 

    Investment: From £5000-£8000, depending on the overall scope and depth of your project

    Timeline: Minimum 6 weeks

    Ideal for: Established brands, with a team of writers, looking for a bolder brand voice to stand out from the competition

    Includes:

    • Complete Brand Voice Audit, with brand voice map, copy & content analysis

    • Competitor brand voice strengths and weaknesses analysis

    • Customer research, either using existing data, creating a survey or customer interviews

    • Creation of Brand Manifesto summarising your brand mission and values

    • Questionnaires and workshop(s) to define your new brand personality words and explore brand voice types

    • Creation of Complete Brand Voice Guide, with guidelines for different media and channels.

    • Option to include brand voice training videos, workshops and ongoing support

    Get The Expedition

    • More Brand Voice Adventures

    Explore some other routes for taking your brand voice to the next level.

  • Brand Voice Recce

    An audit of your brand voice, to see what’s working and what’s not and how to get your brand voice back on track

    What you get: You get a clear report that shows where your brand voice is working well and identifies opportunities for making your brand voice bolder and more consistent

    Investment: £750

    Timeline: Approx 1-week turnaround

    What's included?

    • Word journey mapping - review and analysis of where and how you are talking to your customers, which customer touchpoints you’re using to reinforce your brand voice and connect with customers

    • Copy analysis of up to 10 samples of recent copy from across your channels to define the brand voice you’re using and review consistency between and across channels

    • Report with an actionable plan for refining and strengthening your brand voice

    • 45-minute call to review your Brand Voice Recce

    Get your Brand Voice Recce

    • Ongoing Copywriting, Editing & Brand Voice Support

    For regular support with brand voice editing and copywriting, as well as any behind-the-scenes help you need, like training writers, reviewing guidelines or fine-tuning your creative briefing process, get in touch to ask about monthly retainer packages.

    Get your creative partner

  • Ready to start your brand voice adventure?

    Get in touch with an outline of your project and any details about your budget and deadline.

    If I can’t help out with your project for any reason, I’ll help put you in touch with someone else in my network who can. (No hidden referral fees, just happy to share the love to help you get the best copywriting possible.)

    Kick off your adventure
    • Process

    Brand Voice Framework

    Your brand voice project will be based on a tried-and-tested framework that uses 3 key elements to define and document your brand voice: the goal, the terrain and the gear.

    1. The goal

    The bigger picture of your brand values, heritage, your customers, and what you want to achieve - this will define the direction of your brand voice.

    2. The terrain

    How, when and where you use copy. Which channels you're using to talk to customers and how to adapt your tone of voice for different contexts.

    3. The gear

    The tools you can use to bring your brand voice to life, from word choices to punctuation, humour, formality, emojis etc. All the gear in your rack so your writers can cruise through the crux and send it with every piece of copy.

    Decorative
    Process

    The path to an awesome brand voice

    1. 1

      Choose your route

      Check out the packages available and choose what’s best for your brand right now. If you’re not sure, or want something a bit different, send me a message to book a free 15-minute chat to help you decide.

    2. 2

      The approach

      Whichever project you choose, we start with an kick-off briefing questionnaire and I ask you for all the info I need before we set off.

    3. 3

      The ascent

      I guide you through your project, letting you know when you need to provide input or feedback, and when you can relax while I work through the crux moves. If your project includes any workshops, I provide all the materials and guide you through any preparation.

      We define your project schedule at the start, so you know exactly when you will receive your deliverables (your Brand Voice Guide or Recce Report).

    4. 4

      Reflection

      As well as providing input throughout the project, you get a chance to review your Brand Voice project at the end and I'll make any tweaks necessary.

    5. 5

      Into the Wild

      Your Brand Voice project will guide you so you can set off on your own and navigate your messaging in confidence. Or you can opt for further workshops and support to help train your team and integrate it into your internal processes and systems.

    Kick off your adventure

    Previous epic adventures

    See what these guys say about teaming up with Figure Eight Creative

    • “Jane 'got' the brand straightaway”

      The project and working with Jane met and exceeded our expectations, she 'got' the brief and the brand straightaway which for my stress levels was excellent. She was great at comms too, managing our expectations on when we would receive copy.

      Charlotte Jackson
      Head of Marketing, Craghoppers
    • “Jane asks all the right questions”

      Jane was great to work with. She's a brilliant copywriter. She takes a wholesome approach, she's not just a wordsmith, she asks all the right questions: What's the purpose of the content, the goals and ideas behind it and makes the whole process very professional. Highly recommend and will work with Jane again in the future.

      Guy Mor
      Founder & CEO, 3RD ROCK
    • “Knows the right questions to ask”

      Jane is an excellent copywriter with a keen eye for detail. Even when we get the vaguest of instructions from clients, Jane knows the right questions to ask to get the best sense of where a piece needs to go to make it perfect for a client. Professional, friendly, and skilled. Can't ask for more!

      Kelsey Frick
      Project Manager
    • “Expressed exactly what I wanted to say”

      With great passion and a professional approach, Jane edited my content to express exactly what I wanted to say. I would definitely recommend her.

      Ingo Rasp
      Photographer
    • “Perfectly understands client- and project-specific needs”

      Jane has been working with TAST since 2020, and her support in translation, editing, and copywriting projects has been exceptional. She's proactive, responsive, and always delivers the highest quality within tight deadlines. Her expertise and take-charge approach make her our most reliable editor. We definitely recommend Jane for any copywriting or linguistic projects!

      Anna Ferrari
      Vendor Manager, The Action Sports Translator
    • “Really pleased with the tone and style”

      We were really pleased with the tone and style of writing, it was everything we had hoped for – I told you I had a good feeling from the start!!

      Lucy Evans
      Webury
    • “Jane did a great job of capturing the client’s new brand voice”

      Jane is a great brand voice copywriter who helped me with a large, complex website project for an Italian company. She polished the non-native English, restructured the copy for English speakers, and captured the client's new brand voice. Throughout the project, she was responsive, positive, and super reliable – a big relief when working with a colleague for the first time!

      Fuschia Hutton
      Freelance Translator & Copywriter
    • “An excellent partner for any business”

      Jane is extremely professional - an excellent partner for any business looking for quality.

      Grazia Fenu
      Assistant to Hervé Barmasse
    • “Really pleased with the outcome”

      Working with Jane for the first time was a very smooth process. The briefing pushed us to think beyond our usual process to achieve better outcomes. The project was completed very efficiently and we were really pleased with the outcome. We are looking to work with Jane on upcoming projects and would certainly recommend.

      Clare Grimshaw
      Senior Marketing Manager, Craghoppers

    FAQs

    Find answers to commonly asked questions about our brand voice services.

    If you’re just starting out, we’ll work together to explore the values that underpin your brand and your vision for what you want to achieve. Your Brand Voice Guide will give you the confidence to know what to talk about, and how to talk about it. As you grow, it will make outsourcing your writing to other people so much easier.

    If you’re an established brand, your Brand Voice Guide will give clarity to everyone on your team when it comes to writing copy. You can recognise if the copy is on or off brand, but maybe you can’t say exactly why. Maybe you find it’s usually easier to just rewrite the copy yourself. You won’t need to do that anymore. Your writers won’t be second-guessing themselves anymore either.

    A brand voice guide defines the boundaries for your writers and creatives to push against and explore within. It’s like map-reading - if you know exactly where you are now, you can see exactly where you want to go, and find the best path.

    There are brand voice guides out there that look beautiful, but don’t really help writers at all. It’s like trying to use a coffee table book of Alpine pictures to navigate your next hiking trip. That’s why the brand voice guides I build are designed to be useful. So writers, editors, and marketing teams are on the same page and not second-guessing themselves as to what is right for your brand.

    A Brand Voice Guide project usually takes 6-8 weeks minimum. During the initial strategy stage, you’ll need to be available to provide relevant information and answer questions, and I’ll also ask for your input during the revision and fine-tuning stage towards the end. You’ll get a full project schedule as part of your proposal, which we can tailor to your needs.

    Great question! Kick off your project today by filling in this short contact form.

    Still have questions?

    Give me a heads up via the contact form and I'll answer any other questions you have.

    Contact us

    Ready to set off?

    Tighten up your boots and get ready to blaze the trail to stronger customer connections

    Kick off your adventure
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